Objective
Create a cohesive campaign concept that can be used to promote numerous practice groups, have the option to feature clients or general brand messaging, be appropriate for a national brand, and distinguished from the competition.

Approach
We conducted an in-depth competitive analysis in the campaign's launch city (Portland, Oregon) to develop a target audience profile, identify common creative tactics to avoid that are used among competitor law firms, and to work with a core group of senior attorneys to create an overarching campaign concept.

Result
After several creative explorations, we arrived at the notion of "hands." This concept humanizes the practice of law and provides an authentic and approachable connection to clients and the audience. The creative achieved the outlined objectives and has been well received within the market, and its presence continues to expand.

Firm: Davis Wright Tremaine LLP

I have experience creating and maintaining content calendars and PR schedules, strategically identifying appropriate press contacts, placing stories, and tracking PR coverage.

Objective
Create an awareness campaign that inspires locals to donate funds to the preservation of Forest Park. Beloved for its 80 miles of trails, native habitat, streams and recreational opportunities all within a protected 5,200-acre parcel, Forest Park holds a special place in the heart of not only Portlanders, but the entire state.

Approach
Highlight the multi-dimensional experiences individuals can have in Forest Park by showcasing “real” people engaging in different activities.

Result
Utilizing all donated resources, such as the photographer’s time, talent, and media space, we developed a campaign around six concepts. The campaign featured digital, social, print, radio, and web videos.

Agency: BPN

Objective
Update and re-brand Banfield Pet Hospital’s FutureVet program. FutureVet provides resources for veterinarians to share their love of pet health care with children, and potentially inspire future veterinarians, through educational kits and presentations.

Approach
Start with the kids. I wanted to better understand how children learn at the varying stages covered by the FutureVet program (K-12, with emphasis on younger ages). The research lead to the recommendation that Banfield reconsider its approach by designing the program on a continuum of how children learn, rather than solely by more traditional age/grades, providing a breadth of activities designed to teach and inspire in the most engaging ways at each stage of a child’s development.

Result
The FutureVet program is currently being redesigned with this strategy at its core. A new name has been selected and the program kit contents, scripts, etc. are currently in production.

Agency: BPN

Objective
Help K&N’s internal and external partners understand and communicate more effectively about K&N and its sub-brands AEM and Spectre.

Approach
To gain a better understanding of each brand and its respective audience we identified brand truths and product differentiators, as well as developing an archetype for each brand and identifying each audience’s target mindset.

Result
We provided an in-depth presentation to K&N that incorporated detailed findings as well as thoughtful visuals to help its stakeholders distinguish and communicate about each brand.

Agency: BPN

2014 "It Does Good Things" Education Campaign

Objective
Communicate the Oregon Lottery’s financial contribution to public education in Oregon.

Approach
We communicated the Lottery’s impact through heartfelt, unscripted testimonials by Oregonians who were educated through Oregon public schools. I worked closely with the agency’s Account Manager and Producer to select and coordinate talent, arrange pre-production, attended the two-day TV shoot, and coordinated PR efforts for this campaign.

Result
The campaign featured five TV spots, showcasing five Oregonians and their inspiring education stories, as well as three radio spots including one that was broadcast in Spanish.

Agency: BPN

Objective
Gain an in-depth understanding of the outdoor apparel industry to help inform the internal team.

Approach
Over the course of nearly three months in Winter 2014/15, I undertook a variety of research and strategy exercises including:

— Competitive analyses of over 30 companies (e.g. advertising strategies, creative, positioning, product technologies, archetype exercises)
— Consumer behavior research (e.g. the connection between spirituality and nature, motivations to travel and engage in outdoor recreation)
— Extensive research on adventure tourism

Agency: BPN

Liquid Agency was asked to create new brand identities for Dynamic Materials Corporation (DMC) and its three subsidiaries. I audited information the client provided to the agency, as well as external resources, to help create strategic supporting messages and proof points that reinforce the new brand platforms. 

Objective
Help the agency and K&N have a better understanding of the emerging cabin air filter industry.

Approach
We examined industry happenings to create a SWOT analysis, identified key players and their positioning and messaging, product differentiators, etc.

Result
We provided an in-depth presentation to K&N that examined 7 competitors, provided strategic observations, and opportunities for K&N to distinguish itself in this marketplace.

Agency: BPN

Objective
Gain an in-depth understanding of behavioral economics to help inform the internal team.

Approach
At Liquid Agency, I conducted extensive research to support the development of new strategy presentations for an existing Fortune 50 client. I created this research deck to inform the strategy team about the principles of behavioral economics and how they can be, or have been, applied to engage consumers with financial planning (like 401k enrollment) and health benefits.

Agency: Liquid

Objective
Provide insight into how Liquid Agency’s audience wants to engage online and how other agencies are presenting their digital content.

Approach
I examined current trends in online content engagement and web design and performed a brief competitor audit. Based on this research, I provided some strategic recommendations for enhancing Liquid’s online experience.

Agency: Liquid

Objective
Gain a deep understanding of the competitive landscape for the modern film industry to improve digital and social marketing activities.

Approach
While interning at the Oregon Governor’s Office of Film & Television I conducted a macro- and micro-environmental scan of the film industry, looking at technological advancements, consumer and industry trends, and the competitive landscape for U.S. states (and beyond) who compete to bring film productions to their respective states.

The Role of Social Media in New Movie Marketing

For my 2012 Masters’ thesis I chose to study the role of social media for marketing new release films. The project required extensive research regarding the film industry, services marketing, branding, social media marketing tactics as well as original qualitative research.